The article presents the development of marketing support for Ethnosport Challenge tournaments. It revealed that in relation to the project, most of the channels of the direct marketing strategy are not cost effective. ATL strategy creates many challenges, which inevitably leads to a reasonable restriction of its use, especially given that the empirically established optimal number of spectators of ethnosport events. The most successful projects collected by 10 thousand spectators, exceeding these figures leads to a sharp increase in the costs of the event. Nevertheless, to gather 10 thousand spectators is possible only with the use of ATL strategy, because this is the number of viewers that makes the event cost effective for the implementation of BTL strategy - the main resource of profit extraction (compensation of costs) for the organizers.